GOOGLE GEMINI

At Wasserman, I freelance as a Director of Creative Strategy, partnering with Google Gemini as the brand defines its role in culture. The challenge is to help an emerging AI platform show up in ways that feel human, culturally fluent, and genuinely useful…particularly within Sports & Entertainment, where fandom is emotional and participatory.

As we shape Gemini’s cultural positioning, we translate audience, market, and behavioral insights into partnership opportunities that resonate with Gen-Z and next-gen fans. This work is informing Gemini’s 2026 roadmap across marquee partners including McLaren F1, the NBA, Coachella, and others and focuses on turning complex AI capabilities into ideas that feel intuitive and culturally native.

The result will be integrated strategies across full-year partnerships and short-term activations spanning experiential, social, and creator-led executions. We are also helping evaluate new partnership opportunities and defining the frameworks that guide long term investment decisions. Along the way, I have been leading and scaling a creative strategy team to work cross functionally with creative, production, and client partners and align 30+ stakeholders around a shared vision: bringing Gemini meaningfully into culture and fan experiences.